Data Scientist - Marketing

As a Marketing Data Scientist at Toca Boca, you will play a key role in understanding how millions of families discover and engage with Toca Boca’s games. You will analyze marketing performance across various channels, build attribution models, develop segmentations, and diagnose the impact of marketing activities. Your work will guide strategy, support data-informed decision-making, and involve architecting and maintaining marketing reports and dashboards. You will also collaborate on experiment design and translate complex data into actionable insights for stakeholders.

Must Have

• Help understand how players find games and what keeps them coming back
• Analyze campaign effectiveness, channel contribution, and competitive trends
• Apply advanced analytical techniques beyond dashboard monitoring
• Build and improve marketing attribution models
• Develop segmentations
• Diagnose the impact of marketing activities using rigorous quantitative approaches
• Architect and maintain reporting for marketing efforts (acquisition, store, CRM dashboards)
• Collaborate with marketers to design experiments and evaluate outcomes with sound statistical methods
• Translate complex data into clear, actionable insights for marketing stakeholders and leadership
• Connect marketing signals to in-game behaviors through close partnership with product analytics
• Expert-level SQL skills and comfortable writing complex queries daily
• Conduct analytical work in Python or R
• Familiar with statistical modelling and practical data manipulation
• Skill on BI tools, such as Tableau or Looker
• Track record of handling the full analytics workflow
• Understand marketing metrics such as spend efficiency, attribution, incrementality, and long-term value
• Work well with diverse teams, listening to needs and translating them into effective data solutions
• Be located in Sweden
• Be fluent in English

Job Description

Would you like to play a key role in shaping how millions of families discover and engage with Toca Boca’s games?

With over 60 million monthly active users, our Marketing Data Scientist will help us understand how players find our games, what keeps them coming back, and how our marketing efforts contribute to long-term joy and growth across our portfolio.

You’ll join our Data & Insights team—a multidisciplinary group of data scientists, engineers, analysts, and researchers—working closely with Marketing, Growth, ASO, and CRM to unlock the full value of our marketing ecosystem.

What you’ll be doing

As a Marketing Data Scientist at Toca Boca, you’ll be the embedded analytics partner for our marketing and growth teams. You will dive into performance across organic, paid, CRM, brand, and ASO channels to uncover the drivers behind our growth. By analysing campaign effectiveness, channel contribution, and competitive trends, you’ll help teams understand what truly moves the needle.

You’ll apply advanced analytical techniques that go beyond dashboard monitoring. This includes building and improving marketing attribution models, developing segmentations, and diagnosing the impact of marketing activities using rigorous quantitative approaches. Your work will guide strategy and support data-informed decision-making across the organisation.

A key part of the role will involve architecting and maintaining the reporting that powers our marketing efforts. You’ll shape acquisition, store, and CRM dashboards and ensure teams have accurate, timely insights at their fingertips. Additionally, you’ll collaborate with marketers to design experiments, evaluate outcomes with sound statistical methods, and recommend optimisation steps.

You will also translate complex data into clear, actionable insights for marketing stakeholders and leadership. By connecting marketing signals to in-game behaviours through close partnership with product analytics, you’ll help us understand the full player journey—from first touch to long-term value.

Skills & Requirements

Is this you?

You’re an experienced Marketing Data Scientist with a strong analytical foundation and a deep understanding of how marketing fuels the growth of mobile apps or live service games. You have expert-level SQL skills and are comfortable writing complex queries daily. You can also conduct analytical work in Python or R and are familiar with both statistical modelling and practical data manipulation. You also have skill on BI tools, such as Tableau or Looker.

You have a track record of handling the full analytics workflow—from defining the problem through to extracting the data, performing the analysis, and sharing the insights in a way that resonates with stakeholders. You understand marketing metrics such as spend efficiency, attribution, incrementality, and long-term value, and you can navigate ambiguity when data isn’t perfect.

You work well with diverse teams, listening carefully to their needs and translating them into effective data solutions while managing expectations. You strike a balance between digging into details and maintaining a view of the bigger picture. You enjoy collaborating with others, contribute to raising quality standards, and help unblock the team where needed. And above all, you believe in the power of play.

This is us!

Toca Boca captures the spirit of play. We create digital toys and everyday products that are filled with fun and silliness that kids from any corner of the world can instantly relate to. Everything is designed from their perspective. We celebrate the diversity and quirkiness of their world and give them the freedom to play in ways that only they can.

Good to know!

This position is full time and based in our Stockholm office with a hybrid working model. We apply a 6 month probationary period. You’ll need to be located in Sweden as we are unable to support with relocation. As we’re an international company, with over 20 nationalities working here, and millions of users all over the world, you need to be fluent in English. Your application should therefore be in English.

About the company

Toca Boca develops digital games that capture the power of play and that are filled with fun and silliness that kids around the world can instantly relate to. Since our first product launch in 2011, we have released 46 apps that have been downloaded more than 444 million times the world over, making us the No. 1 mobile-first kids brand in the App Store. Our products focus on sparking kids’ creativity and imagination, creating opportunities for open-ended play.

With offices in Stockholm and San Francisco, Toca Boca is owned by Spin Master Corp., a global children’s entertainment company that creates, designs and manufactures a diversified portfolio of innovative toys, games, products and entertainment properties.

What We Look For

TOM

Collaboration

Amazing ideas come from anywhere. We believe transparency, honesty and constructive communication are crucial for making great things.

Playfulness

Open. Curious. Creative. Leaving room for spontaneity is important to us for creating a fun and playful work environment.

Standards of Quality

Good enough is never good enough. We strive to innovate and evolve our craft, and we’d never get there without working together toward our visions.

Passion

We all share in the excitement of making great things together. It's what drives us to do the things we do.

Responsibility

We take ownership and pride in everything we do. From gender to accessibility — we are dedicated to inclusivity.

Terence Shepherd | Contact Person

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